There are memoirs to prove that the companies that have emerged successful in the last decade are the ones that aimed millennials in particular.
“With millennials, we adopted a different strategy than what we used to,” says Mark, marketing manager at our firm.
“But the disparate nature of platforms we had to customize our products to, imposed a challenge for us” – Mark on how easy it was to market to varied demands of millennials.
“By the end of the penultimate year, last decade, we had a flourishing clientele of twice as many customers as we have had since then.” He boasted as I tried to engage Mark into a conversation to bring out more and more from his mouth to buy some tricks for my own venture.
“Delivering consistency is key. No matter how diverse the platform is, the product must be equally likeable across all platforms. You would not want your product to compete with itself.”
So, to target a better clientele, target millennials. And while targeting millennials, prey on them on all platforms. With so many mind-boggling and jaw-dropping tricks I learned from Mark, I thought of penning down a few of them.
Go Native, or go home
iOS users are considered to be more affluent, and, thus, it is easier to squeeze out a profit with iOS apps. However, the apple-based platform is only more popular in the US, and beyond which android has clearly dictated the market.
Mark said, “We wrote an application for both android and iOS, just so that people do not feel like left. The cross-platform framework like React Native made it possible to write codes for both the Operating Systems without inflating costs.”
When it costs little to nothing to develop applications for either platform, why bias your clientele to a single OS?
Keep cold-shouldering at bay
Businesses pay equal attention to all the platforms at the start. When one of the channels seem more profitable than the others, the focus tends to shift. As time elapses, other channels get somewhat sidelined. Thus, we often see updates, products, and services getting discontinued from a particular platform.
Reliance on narrowed clientele is a detriment to a flourishing business. World-class brand recognition is achieved not by catering to a single channel, but by providing quality services and updates for all.
This is evident from Mark’s statement as he bluntly admitted, “Cloud server hosting is nowhere as profitable as web development or app development. There is literally a thing to do while developing applications. You pick a few code lines from one program, a few more from some other, design a UI (User Interface), and the application is good to go.”
When asked why his company wouldn’t primarily focus on app & web-development then, “You cannot rely on just one source of earning. There are literally a thousand guys (in our firm) burning 8 hours every day. Cloud hosting service alone brings enough profit, however small, to pay at least five scores of them (employees).” Mark said.
Mould (yourself) to cater millennials
Different strategies have seemed to work differently with various age groups. Take baby boomers, for example. These are more of an outlet-preying species than online shoppers. Whatever they buy, they buy majorly from stores. Though not untouched with eCommerce, brand stores appear to be more appealing to them.
Millennials, on the other hand, prefer eCommerce over brand outlets; though it is not a draconian code that they’d only buy online, millennials are rather capricious with their thoughts.
“Targeting millennials was challenging; these guys are pretty much everywhere – on social media, internet, newsrooms, blogs, cafes, and whatnot. We had to gather a big workforce to reach every individual. But the hard work paid off, at last – you know…..”
Millennials not only have a unique need, but they also have a weird mindset altogether. Their needs change overnight. Very often they buy clothes only to realize that the style is archaic and never wear them even once.
Mobile-friendly is a must
Think back to the time you last used your smartphone. It could be a second ago, or you could be using it now.
Millennials are a generation of mobile. What they see on their smartphone, they believe. If your website is not optimized for mobile, it is quite likely they will take their business elsewhere. Also, you need to have mobile applications to cater to all sorts of customers. Nobody wants to sit next to a desktop every now and then, especially for menial tasks.
When asked from Mark what in-app features should companies include, he had an interesting answer. Have a read below.
“We try to include as many features as we can in our apps. If clients agree to pay extra for our service, we’d include that too.” He jokingly said. “When these young men do not see what they want, before their eyes, they call customer service. So, we gave them a homepage (within the app) that literally had everything….. By doing so, we could deescalate the burden on our support team. Why would anybody phone customer support when everything is right in front of their eyes?”
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